My presentation from IxDA Helsinki, hosted by Reaktor on 24 April 2015.
The title and subject matter of the presentation revolve around how data-driven growth and insight is best achieved when the data collection mechanism is understood. Google Analytics, for example, is not a very useful tool if just installed and never configured. This "Plug-and-play Analytics" is one of the reasons many get frustrated with the platform.
There are many ways to make the platform work for your KPIs and KBOs (Key Business Objectives), but it does require that you know how the platform works, and how you can tweak the data collection mechanism to maximize data quality for your hypotheses.